For a while, I've been interested in ChatGPT Ads because I think they could be the beginning of a new era of digital marketing - or at least a new "channel" for generating revenue.
Classic search gives users the best answer for a "general" user. Google is basically like, "Yeah, this product is awesome. I think everyone will love it too." But I don't think that's always true. Users may be looking for something "different" - something natural, vegan, suitable for their dog, compatible with their car, etc.
And yeah, I have to give Google some credit here; there's not much they can do about it. Most users simply search for short-tail keywords. I think an example will make this much clearer.
Let's say you're just a normal Google user and want to buy engine oil for your car. You go to Google, type "engine oil," and hit search.
In this situation, Google doesn't know your car's brand, model, engine type, or any other specific details. So it can only suggest products that are generally considered "great for everyone."
But this situation changes with chatbots.
Most users type much more detailed prompts or messages into chatbots. For example: "I have a 2.5-liter, 4-cylinder 2021 Toyota Camry. What engine oil would you recommend?"
In this situation, the chatbot KNOWS your car's brand, model, and engine type. So it can recommend a product that actually "fits you."
And I think that's great!
Now you can ask, "Why is it important for GEO and ChatGPT Ads?"
Basically, it's important because conversion rates can be much higher than traditional Google search. Users don't have to do hours of research, compare dozens of products, or figure out which one actually fits their needs. They can simply tell ChatGPT what they're looking for and get a personalized recommendation.
I don't think ChatGPT Ads are working at their full potential yet, but I believe they will eventually become a major part of how people discover and choose products.
That's why, right now, focusing on GEO is more important. If your brand is already being mentioned, recommended, and considered by AI search engines before ads become a major part of the experience, you'll have a significant advantage when this shift happens.
Finally; can ChatGPT Ads affect GEO?
The short answer: ehh, probably not that much - at least for now.
Of course, there's no way to predict exactly how ChatGPT Ads will evolve. But based on how they work today, I don't think ads will have a major direct impact on GEO.
The main reason is simple: ChatGPT doesn't seem to change the organic product recommendations by inserting ads into the product grid. Instead, ads appear as a separate sponsored placement. Basically an additional "box" within the answer.
And honestly, I think that's a pretty good approach. It keeps the organic recommendations relatively clean while still giving brands a way to pay for visibility.
That said, I do think ChatGPT Ads can indirectly affect GEO.
Without ads, a user might see one main product grid and choose from those recommendations. With ads, there can now be additional products competing for the user's attention.
This means users may have more options to consider before they click on an organic recommendation. As a result, organic CTR could potentially decrease, even if the underlying GEO visibility of a product hasn't changed.
So I wouldn't say ChatGPT Ads will replace or directly interfere with GEO. I'd say they introduce another layer of competition on top of GEO.
And that's probably the more interesting part to watch.
Note: Images in this article, I used AI. I'm not a designer.
